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Day Breaks for New Organic Cereal

CME Taking a Subtle Approach in Ads for General Mills’ Sunrise CHICAGO–An estimated $25 million campaign for General Mills’ first organic cereal, Sunrise, seeks to subtly suggest to mothers that the product is a healthy way to start the family’s day. The campaign from Campbell Mithun Esty in Minneapolis breaks today. The product’s organic nature is used to indicate its healthy qualities even to women who aren’t typically health food-oriented and normally don’t dwell on such matters, said executive creative director Rick Gibson. “There’s a growing sense and recognition that organic is good,” Gibson said. “It’s a word that’s no longer esoteric among the broad scope of moms.” A TV spot breaking nationally features children running through wheat fields as a female voiceover talks about the cereal. “It’s a way to get your family off to a healthy, happy start,” the voice says. The campaign is tagged, “Start the day off bright.” Print executions play off the cereal box’s design, which high-lights the earth and sun, grains and a family, said CME account executive Peg McCourt. A headline on one ad reads, “Organic cereal with a kiss of honey and a big hug from Mom.” The campaign aims to make an understated appeal to a mother’s desire to provide nutrition for her family, without being preachy or overbearing, Gibson said. “It’s not saying [Sunrise] is the only way to do it,” he said. “But it’s a good way to do it.” The wheat and corn cereal is certified organic by Oregon Tilth, an industry organization that sets and polices standards for organic products. General Mills representative Jack Sheehan said the cereal is one of several new organic products that are set to come out of of the Minneapolis-based company. He declined to offer specifics. “It is a new and growing venture for us,” Sheehan said. Ad duties for those upcoming products have not been assigned, he added.